Hunt for Gold and Become a LEGO Insiders Millionaire! The LEGO Group Announces Global Treasure Hunt To Celebrate Launch of LEGO Insiders

  • Global competition to win millions of prizes hidden within your LEGO bricks at home
  • Join the LEGO Insiders Treasure Hunt to be in with an opportunity to become a LEGO millionaire, with six winners announced every week until 2nd October
  • Plus the chance to win instant digital downloads whilst scanning
Image of a phone scanning a LEGO brick to enter the Treasure hunt event

21st August 2023: In celebration of the launch of membership programme LEGO Insiders, today the LEGO Group has unveiled the LEGO Insiders Treasure Hunt - where fans can win millions of prizes.

Using augmented reality, the LEGO Insiders Treasure Hunt allows users to scan LEGO bricks** either at home or in LEGO stores to try and find a golden LEGO brick and reveal a prize. What’s more, there is no limit on how many times a day you can hunt for bricks, making play more rewarding than ever.

Over the next six weeks, there will also be the opportunity for six people in each participating country to become a LEGO millionaire, winning [£7,000 / US$9000 / €8,200 / CAD$12,000 / AUD$13,250 / NZD$14,500 / DKK 60,500 / KRW 11475000] worth of points to spent in the LEGO Insiders Reward Center for discounts on sets, member-only merchandise, sweepstakes entries (in select countries) for cool collectibles and more.

For those who don’t win the jackpot, there are thousands more prizes to be won including digital comic book makers, unlocks in LEGO games and digital downloads of iconic images from our history.

LEGO Insiders is a loyalty programme for LEGO fans, where play is rewarding and everyone is welcome. Replacing the previous LEGO VIP membership programme LEGO Insiders now includes more ways to celebrate being a LEGO fan including, earning points when you purchase sets from LEGO Stores and, plus earning more points when you register your collection. There are also fun activities for the whole family and the opportunity to be the first to hear about great offers and new products, plus join a community with other LEGO fans through LEGO Ideas.

Both new and existing fans alike can take part in the hunt by visiting from today until 2nd October 2023. Don’t have a LEGO brick nearby? Why not visit the nearest LEGO Store and scan there, or pop round to a friend’s house and play together. Prize winners will be notified immediately, receiving a unique codeto redeem their prize on the new LEGO Insiders website.

From exclusive events to unlocking hidden perks such as special gifts with purchase, digital downloads, and unique content, to early access to the most desirable new sets and limited-edition products, with LEGO Insiders there's something for everyone and a world of play inside.

To find out more about the competition, see the full terms and conditions and find out more about becoming a LEGO Insider visit

image of LEGO Insiders LOGO in black font

Notes To Editors

Full promotion t’s and c’s can be found at:

Prizes include:
There are a total of 2,000,001 prizes to be won in a shared prize pool across participating countries. Winning Moments prizes consist of:

  • 1,6000,000 x Digital Download of a LEGO colouring sheet (1 of 8varieties available allocated at random)
  • 100,001 x Code Redemption for an exclusive Torso in the LEGO Tower App
  • 100,000 x Digital Comic Book – LEGO Star Wars
  • 100,000 x Digital Comic Book – LEGO Spider-man
  • 100,000 x Digital Comic Book – LEGO Batman

**LEGO bricks included are LEGO system bricks, please refer to campaign t’s and c’s for the full details of how to scan for prizes visit

1 million LEGO points equates to:

  • 7,000 GBP
  • 9,000 USD
  • 8,200 EUR
  • 12,000 CAD
  • 13,250 AUD
  • 14,500 NZD
  • 60,500 DKK
  • 11,475,000 KRW

To ensure all LEGO fans are in with a fair chance of becoming a LEGO Insiders millionaire, an entry cannot be counted more than once. There is a maximum of 1 entry into the prize draw permitted per person per weekly promotion period. There will be 54 winners in total across the promotion period, with one announced per week in each participating country.

About LEGO Insiders
The LEGO Group has announced LEGO® Insiders, where members can discover a world of exciting experiences and exclusive rewards, including member-only offers and gifts. Launching on the 21st August, LEGO Insiders will replace the previous LEGO VIP membership programme, but also brings all LEGO accounts (for over 18s) into one place.  Making it easier to manage your account, earn and spend points, access exclusive offers and be part of the LEGO Insiders community.

  • For instructions to sign up to LEGO Insiders, please visit
    -It doesn't cost anything to be a member of our LEGO Insiders program, but please read about our use of your personal data in our privacy policy here:
  • Registering of sets can be done (from the 21st August) by scanning the unique QR code in the building instructions.  One set can only be registered by one LEGO Insiders account once.  This excludes LEGO City Mission sets and any sets/products that do not have building instructions or a unique QR code in the building instructions.
  • LEGO Insiders is available for fans aged 18 and over.  Verified children’s accounts will remain as LEGO Accounts.

About the LEGO Group   
The LEGO Group’s mission is to inspire and develop the builders of tomorrow through the power of play. The LEGO System in Play, with its foundation in LEGO bricks, allows children and fans to build and rebuild anything they can imagine.

The LEGO Group was founded in Billund, Denmark in 1932 by Ole Kirk Kristiansen, its name derived from the two Danish words LEg GOdt, which mean “Play Well”. Today, the LEGO Group remains a family-owned company headquartered in Billund. However, its products are now sold in more than 130 countries worldwide.

For more news from the LEGO Group, information about our financial performance and responsibility engagement, please visit